This retail extension forms part of the Extra Cold Hard Cash campaign, running until 8 October 2010 that offers consumers a chance of winning one of five Extra Cold Castle Lite back-of-bar fridges filled with R100 000 in cash.
Castle Lite GM Julian Coulter says that the investment represents the brand's vision to extend its communication theme beyond traditional thinking. "In a highly competitive market, innovation is key in all activities; and this brand is a brand of firsts. It is the first and only South African beer to feature a thermo chromatic temperature indicator on its bottle indicating when the beer is perfectly chilled. Point of sale represents the next step in developing ancillary consumer experiences. Among its peers, it occupies the 'cold' universe."
Coulter feels that the innovation has the potential to revolutionise POS consumer engagement. "It's simple, yet highly effective. Tactile engagement is ultimately a tool for relationship building between brand and consumer by delivering a brand experience directly linked to our message."